We are tracking UK marketplaces over a whole year to compare performance between the different venues you sell on. As we track the runners and riders we expected all marketplaces to see a boost in traffic from the Christmas period compared to three months ago. Today we’re publishing the three months Top UK Marketplaces Rankings Tracker up to February 2020 to reveal their peak trading performance.
Data is taken from SimilarWeb and Alexa. Neither are 100% accurate but what they will reveal is a standardised measurement we can use to track increases or decreases in traffic overtime.
This series is sponsored by OnBuy.com, but their metrics will be measured in exactly the same way as the other marketplaces featured. Data for this post was gathered from SimilarWeb and Alexa on the 10th of February 2020.
Amazon.co.uk
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| Global Rank | #53 | #51 | #80 | #77 |
| Country Rank United Kingdom | #4 | #4 | #6 | #4 |
Amazon UK’s traffic rose by about 50m visitors at Christmas compared to the previous quarter.
79.83% of Amazon’s traffic is coming from the UK. China is the country in second place seeing 2.62% (down from 3.81% a quarter ago) of Amazon UK’s traffic. Ireland comes in third with 2.48% of Amazon UK’s traffic followed by the US (1.92%), and France (0.68%).
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| Total Visits | 1.154B | 1.308B |
| Monthly Visits | 384.8M | 436.1M |
| Monthly Unique Visitors | 82.28M | 88.07M |
| Avg. Visit Duration | 00:06:14 | 00:06:24 |
| Pages / Visit | 8.15 | 8.37 |
| Bounce Rate | 37.46% | 37.24% |
eBay.co.uk
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| Global Rank | #74 | #76 | #234 | #252 |
| Country Rank United Kingdom | #7 | #8 | #9 | #10 |
As the UK marketplace attracting the 2nd largest number of visitors, eBay UK differs from Amazon in that they are not a retailer in their own right and so all the traffic is to third party seller’s listings. The lion’s share (83.82%) comes from within the UK. The US is the second largest contributor to eBay UK’s traffic (1.5%), followed by Ireland (0.83%), Germany (0.78%), and France (0.75%).
SimilarWeb’s graph indicates that eBay UK’s traffic continued to decline in Q4, the only marketplace that didn’t see a significant bump in publicly available traffic stats this past Christmas.
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| Total Visits | 858.1M | 822.0M |
| Monthly Visits | 286.0M | 274.0M |
| Monthly Unique Visitors | 49.68M | 48.85M |
| Avg. Visit Duration | 00:10:03 | 00:09:49 |
| Pages / Visit | 10.99 | 10.58 |
| Bounce Rate | 27.37% | 28% |
Gumtree.com
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| Global Rank | #777 | #848 | #2379 | #3050 |
| Country Rank United Kingdom | #36 | #4 | #53 | #64 |
Although not strictly a marketplace, Gumtree is still interesting as a site with possibilities for business selling and so not to be totally ruled out. Alone with eBay Motors and Motors.co.uk it will be of particular interest to auto sellers.
Of all the sites in the Top UK Marketplaces Rankings Tracker, Gumtree has the highest percentage of traffic from the UK (90.22%), with the US (1.52%), France (0.59%), Ireland (0.57%), Australia (0.52%).
Somewhat perversely, Gumtree showed a dip in traffic in December but a sharp uptick immediately afterwards in January – Potentially people are more keen on new goods at Christmas but happy to have a clear out before and after the holiday season.
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| Total Visits | 138.5M | 118.8M |
| Monthly Visits | 46.17M | 39.60M |
| Monthly Unique Visitors | 14.25M | 12.53M |
| Avg. Visit Duration | 00:06:33 | 00:06:21 |
| Pages / Visit | 16.81 | 6.37 |
| Bounce Rate | 35.58% | 36.71% |
Etsy.com
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| Global Rank | #118 | #108 | #140 | #137 |
| Country Rank United Kingdom | #84 | #83 | – | – |
It is harder to measure Etsy’s UK traffic as they use a .com/uk domain rather than .co.uk. This makes it no surprise that 62.4%% of Etsy’s traffic comes from the US. However the UK contributes 7.36%, ahead of Canada with 4.29%. Germany is next with 3.17% of Etsy’s traffic followed by France (3.13%).
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| Total Visits | 647.0M | 738.7M |
| Monthly Visits | 215.6M | 246.2M |
| Monthly Unique Visitors | 92.24M | 104.8M |
| Avg. Visit Duration | 00:06:11 | 00:06:04 |
| Pages / Visit | 6.69 | 6.34 |
| Bounce Rate | 46.91% | 47.59% |
notonthehighstreet.com
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| Global Rank | #12,230 | #14,130 | #30,110 | #19,188 |
| Country Rank United Kingdom | #404 | #467 | #829 | #800 |
Notonthehighstreet sees the bulk of their traffic come from the UK (87.36%) and traditionally we see a massive uplift to their traffic in November and December, as you’d expect from a gift oreintated marketplace. Traffic to Notonthehighstreet jogs along quite nicely during the year, but if you want to take maximum advantage then you need to have all your listings live and ready to buy no later than September 2020 to benefit from the massive influx of Christmas shoppers.
The second cohort for Notonthehighstreet comes from the US (2.52%), followed by Ireland (1.89%), Australia (0.73%), and France (0.72%).
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| Total Visits | 10.86M | 18.71M |
| Monthly Visits | 3.622M | 6.236M |
| Monthly Unique Visitors | 2.321M | 3.740M |
| Avg. Visit Duration | 00:04:44 | 00:04:35 |
| Pages / Visit | 5.46 | 5.12 |
| Bounce Rate | 54.07% | 52.83% |
OnBuy.com
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| Global Rank | #69,594 | #71,416 | #90,602 | #93,186 |
| Country Rank United Kingdom | #3,102 | #2,959 | #3,938 | #6,419 |
OnBuy had a remarkably successful end to 2020 according to SimilarWeb stats – any marketplace which sees a ~25% rise in visitor numbers has to be doing something right! Not only did they see a steady rise towards Christmas, but their drop off post Christmas in January was also slower than many other marketplaces.
OnBuy see 77.23% of traffic from the UK, with the next largest number of visitors coming from the US (4.07%), Poland (2.35%), China (1.72%), and India (1.22%).
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| Total Visits | 2.099M | 2.603M |
| Monthly Visits | 699,922 | 867,774 |
| Monthly Unique Visitors | 498,018 | 620,073 |
| Avg. Visit Duration | 00:02:26 | 00:02:13 |
| Pages / Visit | 5.46 | 2.86 |
| Bounce Rate | 54.07% | 69.95% |
Fruugo.co.uk
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| Global Rank | #107,303 | #109,879 | #91,616 | #119,081 |
| Country Rank United Kingdom | #4,759 | #5,045 | #16,950 | – |
Fruugo.co.uk gets 80.85% of it’s traffic from the UK followed by the, US (2.28%), Ireland (1.07%), France (0.84%), and Sweden (0.8%). Unlike many marketplaces, Fruggo’s main aim is to market your products overseas and attract traffic from Google. It’s relatively rare in Fruugo terms that a consumer browses their website so don’t be put off by their relatively lowly rank in the Top UK Marketplaces Rankings Tracker.
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| Total Visits | 1.379M | 1.497M |
| Monthly Visits | 459,819 | 499,092 |
| Monthly Unique Visitors | 373,028 | 390,725 |
| Avg. Visit Duration | 00:02:01 | 00:01:35 |
| Pages / Visit | 3.08 | 2.66 |
| Bounce Rate | 70.83% | 71.32% |
Yumbles.com
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| Global Rank | #350,286 | #373,878 | #296,886 | #300,367 |
| Country Rank United Kingdom | #18,331 | #19,590 | #9,426 | – |
As a speciality food marketplace it’s not surprising that Yumbles are ranked lower than marketplaces selling general merchandise. Also not surprising is a sharp drop off after Christmas – one of the peak periods of the year for buying treats and speciality food.
83.39% of their traffic comes from the UK, followed by Brazil (4.2%), the US (2.22%), India (1.41%), and Australia (0.97%).
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| Total Visits | 243,864 | 399,648 |
| Monthly Visits | 81,288 | 133,216 |
| Monthly Unique Visitors | 56,047 | 95,593 |
| Avg. Visit Duration | 00:02:59 | 00:02:31 |
| Pages / Visit | 3.38 | 3.43 |
| Bounce Rate | 69.91% | 63.10% |
flubit.com
Due to flubit’s acquisition last year, their website is now redirecting to their new parent company. As they are no longer operating as a marketplace at flubit.com, we will no longer be tracking their stats.
12 Responses
Interesting that Facebook isn’t mentioned here. I have noticed a few tweaks to layouts and listings of late. I have sold quite a bit on here in terms of my own bits but also for me business and decided to try and take it a bit more seriously this year.
I had a phone call survey from someone at Facebook as they are gathering info before they enter the market as a full blown marketplace. That was November time. Not sure if they want to rival eBay, amazon, or both ATM.
“OnBuy had a remarkably successful end to 2020 according to SimilarWeb stats – any marketplace which sees a ~25% rise in visitor numbers has to be doing something right! ”
A 25% increase on very little is still very little and abit, I wish them well however, there tie in to paypal makes them uncompetitive. Amazon charge 8% on health beauty products all in on items that are less then £10, paypal are robbing sellers at 5%, just to process the payment, once OnBuy, add there commission of 9% in they are around 14% . This makes a massive difference on what price merchants can sell there items at and remain profitable. I don’t understand how they think they can gain market share from the dominate marketplace i.e. Amazon whilst operating a higher fee structure, therefore they will continue to remain a niche bit player. That is exactly what I told them when I spoke to them and they seemed to thing that they had a very competitive fee structure!!!!
Wish.com?
There are a lot of other sites that could be mentioned here.
GAME marketplace where we trade for one I know it is “niche” but I bet it ranks highers than some of those mentioned, but it is a marketplace it be good to see how they do.
Like eBay does anyone use Gumtree anymore really???.
She is always upcycling old furniture flogging and buying on Facebook it is where it seems to be happening now.
If that goes full blown marketplace as @Stuart says they keep tweaking things….so something is happening, eBay will be gone and Amazon may even get a run for it’s money for a while.
Also I think marketplaces on their own are going to become obsolete for a lot of sellers. My wifeys pal is a fashion blogger on Instagram and just launched her own line and is selling via her own site she does not even have to look at marketplace models like eBay she brings all her own traffic.
That is one scary solid decline in ebay visits.
RE: Amazon stats: “China is the country in second place” why is this?
Is it China based sellers logging into seller central or is it Chinese buyers purchasing? (or both of course!).
Amazon is ahead because they are actively courting Chinese sellers.
The Chinese are happy about this situation after all they do not need to sell at low wholesale prices when they can sell direct to the UK Public. at retail prices. But not so good for UK sellers.
Ebay has the same problem but much less than Amazon. So it is better for UK sellers.
This is an unhappy situation for the UK High Street too. After all, why do Chinese manufactureres need to sell to the likes of John Lewis, House of Fraser etc when the Chinese can make all the margins themselves?